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BUTTERICK 

GOOD WILL 
ADVERTISEMENTS 



THE BUTTERICK PUBLISHING CO. 

It 

Buttcrick Building, New York City 






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Copyright, 1922, by 
The Butterick Publishing Company 



OCT -6*22 

?C1A686350 



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Advertising 
ADVERTISING 



In answer to many requests 
we continue the reprinting of 
the Good Will advertisements 
published by Butterick in nearly 
every large city in our country. 

It is hoped that the treatment 
of the subject will continue to 
be of interest; the interest in 
advertising itself is perennial. 

The publisher here also wishes 
to express his appreciation for 
the many kind things that have 
been written about this series. 

THE BUTTERICK PUBLISHING 
COMPANY 

New York City 




"That Is 
A Clever Ad" 



After Douglas and Lincoln debated people said — 
"What a wonderful orator Douglas is — but Lincoln 
was right." 

Most people think the cleverest advertising is the 
best advertising. 

It may be, but the chances are always against un- 
supported cleverness. 

A candy, a cigar, a patent thumb tack or some 
bawble of inconsequence, a quip, the turn of an 
adroit phrase or a striking illustration may effect the 
sale. For goods or service of any moment, the ad- 
vertising must be honest, must be sincere if it is to 
be lastingly effective. 

The greater the importance of the investment, the 
less opportunity for charming by-play. 

Never since the Civil War have our people been 
as responsive to the unvarnished appeal of sincerity. 

In these times when we are weighing all values 
anew, lies the opportunity for goods or services that 
are worthy. 



Butterick 

The Delineator 



-Publisher 

The Designer 



More than the 3 R's 



Would you brush your teeth if there had never 
been advertising of dentifrice or tooth-brushes ? 

Of course you would. 

Still there are those who need "education" in the 
use of dentifrice for teeth, soaps for scalps, concrete 
for roads, tractors for farms, and so on and on, a 
list as long as your arm. 

Who is to educate the public? — the schools leave 
off somewhere between the ages of fourteen and 
twenty-two — the newspapers when anything ceases 
to be a nine days' wonder. 

"Line upon line, precept upon precept" — that's 
education and that's advertising. 

Over and over and over again until people learn to 
brush their teeth. 

Oh no they don't! You're mistaken. The best 
available stastistics indicate that only about 25% of 
the people in America brush their teeth. Advertising 
increases the needs of the individual and the best 
advertising multiplies the number of consumers. 

For example, the magnesia makers show more 
people how to conserve coal, and another association 
teaches new uses for cement. 

Butteric k — Publisher 

The Delineator The Designer 



The Hen or the Egg? 

Shall advertising precede or follow the distribution 
of a new product? 

If you advertise, and as a result, send people in 
vain quest of your trade-mark to stores not yet 
carrying your goods — what then? 

Or, on the other hand, if the dealer tells your sales- 
men — ''Advertise, first create a call for your goods 
and then 1*11 stock them** — what of that? 

Protagonists for both sides still argue this ques- 
tion as though there were some easy "Open Sesame*' 
route to national distribution and consumer good 
will. 

There is no royal road to instant success. 

If there were, the protection of a great public Good 
Will trado-mark would be slight and it would be of 
little value. 

What is worth having is worth getting. 

But it takes time and money to secure a national 
following in any line. 

Blltteric k — Publisher 

The Delineator The Designer 



Helping Tempus 
to Fugit 

Advertising is chief hand-maiden to ambition. 

And men who are proud of their products are am- 
bitious for their wide dissemination and use. 

Without advertising, any surprisingly better com- 
modity will gradually win a following through word- 
of-mouth recommendation. This may take years to 
accomplish. 

The same result is brought about in a fraction of 
the time and therefore at a fraction of the cost by 
general advertising. 

It is a phenomenon of to-day that a new mode is 
adopted simultaneously in Charleston, in Seattle, in 
San Bernardino and in Bangor, Maine. 

The old days of long cycle between the metropol- 
itan usage and ultimate rural adoption are past. 

Our whole country adopts its new ideas to-day, 
together and at the same time. 

For national adoption, advertise. It saves time. 

Blltteric k — Publisher 

The Delineator The Designer 



Going Direct 

The Napoleonic wars were paid for by new 
inventions : our Civil War by machinery and the 
new West: this World War will be paid for by 
the improvement in human relationships. 

The perfection in manufacture of goods has far 
outreached the distribution and sales methods 
employed for their reaching the consumer. 

What will best survive the next ten years? 

Will the mail-order method triumph or the 
chain store or will the individual merchant? 
What of the jobber? the broker? 

"Direct action" has a potential significance 
just now, but action direct is likely to dominate 
commerce tomorrow. 

Goods probably will, in the majority of cases, 
be distributed through dealers, but will be "sold" 
by advertising direct to the ultimate consumer. 

Will the merchant of today be the automaton 
of tomorrow? 

Like the druggist of today — will he pass out 
"what is called for" by this public? 

Are your goods called for by name? 

Blltte rick — Publisher 

The Delineator The Designer 



Just Human Nature 

Years ago a millionaire who had risen from 
poverty said: 

"No man can buy anything that he 
has never heard of." 

This fact is at the foundation of advertising. 

Also, it is human to believe that what you 
know about is better than what you never 
heard of. 

The advertised brand may not be superior, 
but if it is believed to be superior, it is in public 
demand. 

Where do you stand and where does your 
brand stand with the public? 

Advertising space in the Butterick Publications is 
for sale through accredited advertising agencies. 

Butterick — Publisher 
The Delineator The Designer 



What You Know 
Is Best 

Most men recommend their own doctor, their own 
architect, their engineers, their haberdasher or 
their barber. 

Why? 

Most men assume that what they know about is 
better than what they do not know about. 

They prefer to go to a play they have heard about 
even if they have forgotten what had been said 
of it. 

Isn't this true in the case of some of your friends? 

Good Will rests on common knowledge of merit. 

Advertising can create this common knowledge. 

Has your line the requisite merit? 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 

Butteric k — Publisher 

The Delineator The Designer 



Advertising 

vs. 

Publicity 

Publicity may convey information admirably and 
still fall short of good advertising. Publicity is 
usually narrative, while advertising, in addition, 
carries the word of command. 

The news item in this morning's paper announced 
a parade, a launching, or the coming of a heat wave. 

An advertisement of the same event would give 
the same information plus a direct invitation for you 
to attend ; box-office prices ; connecting train sched- 
ule and, perhaps — the assortment of hot-weather 
garments to be had at Blank & Company's. 

More people read "Publicity" — more people act in 
response to advertising. 

The most primitive advertising proves best the 
"law of mental domination," for the unsupported 
command to 

"Buy Blank's Biscuits" 

alone, but oft repeated, has in many cases compelled 
a national following. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 

Butteric k — Publisher 

The Delineator The Designer 



"Force" of 
Advertising 

The jargon of advertising includes frequent 
mention of "Power," "Force," "Dominate," "Com- 
pelling Copy" with the "Punch," etc., etc. These 
words are used most by "live wire" advertising 
men. 

The fondly cherished ideal would be a TNT 
detonation of a force sufficient to knock the whole 
nation sitting. 

The facts are, of course, that no force that 
was not in itself destructive could move 
105,000,000 people in a hurry. 

Nearly everybody likes dramatic thoughts 
and dislikes in equal measure to plan in terms of 
continual application through many years. 

Success nationally cannot be made and held 
on any other terms. 

Campbell's Soups stand almost without com- 
petition. Why? There is no secret — why? 

B 11 tte r i C k — Publisher 

The Delineator The Designer 



Sell the Idea 



When vacuum cleaners were first put on the 
market, the maker had to first "sell the idea" of a 
better method of cleaning. 

The adding machine man sold the idea of better 
bookkeeping. 

So the cash register sale follows the "selling of 
the idea" of better storekeeping. 

First came the idea of safety razors, rustproof 
iron, massage creams, indirect lighting and fireless 
cookers. 

The Bell Telephone sells a belief in its wonderful 
service — one railroad sells us its roadbed — another 
its anthracite coal! 

Ideas can be sold as material things are sold — by 
good and repeated advertising. 

It takes time to sell a great public anything. 

Whether for goods or service, if you expect its 
general adoption by 1925 you should begin in 1921 
to "sell the idea/' 

The public is uninterested, lethargic and forget- 
ful. 

Brilliant strokes and meteoric sales campaigns 
exist chiefly in story books. But the persistent 
selling of the right ideas will win a national follow- 
ing with an eventual strength and power almost 
glacial. 

"Selling the idea" is slang for securing the de- 
mand by the public of anything from doilies to day- 
light-saving. 



Blltteric k — Publisher 
The Delineator The Designer 



At a Cost of 
$1000 a word 

A distinguished author may receive one dollar a 
word for his production. An advertising expert 
sometimes writes a message the production of which 
costs more than one thousand dollars a word. 

A great reading public knows and applauds the 
author. The copy-writer of the advertisment is 
known to very few, even in his own little world. 

The oldest and most experienced advertiser values 
the real expert most. 

The newest and most inexperienced advertiser 
leaves it all with sublime confidence to — "a clever 
young chap — my wife's cousin." 

In advertising, as in the iron and steel business, 
we are developing specialists. 

When you advertise, secure expert advice. 

Publishers don't write advertisements, but they 
know those that do. 

Advertising space in the Bwtterick publications 
is for sale by accredited advertising agencies. 



Butterick 

The Delineator 



-Publisher 

The Designer 



Associated Selling 

There are many associations advertising 
nationally. 

While they may be classified in two groups, — 
(1) those associations that undertake the entire 
responsibility of marketing, as, for example, Sun- 
kist Oranges or the Walnut Association and (2) 
associations of which individual members under- 
take their own marketing in competition with fel- 
low-members, as in the Cement, Magnesia or 
Southern Pine Association, — 

Both types of associations are alike, whether 
the actual selling is combined or competitive — 
both combine to "sell an idea" to the public. 

If the public is ''sold" the desirability of eat- 
ing more oranges, prunes, raisins or cranberries 
or using a certain lumber or granite or cedar 
chest — the actual "selling" has been accomplished 
— what remains is a comparatively simple prob- 
lem of distribution. 

Butte rick — Publisher 
The Delineator The Designer 



Some Questions 

One difficulty in discussing advertising is to agree 
on the scope of human activity which you are 
defining. 

For example, an eccentric millionaire leaps into a 
net from his factory roof — and calls it advertising. 
A doctor joins every movement in town and calls 
his "joining" advertising. 

Henry Ford with his peace ship, Carrie Nation 
with her hatchet, the actress and the stolen jewels, 
all are termed advertising. 

But so is the tombstone "card" of the old-fash- 
ioned bank and the tailor whose spring line "he 
begs to announce." 

There is magazine and newspaper, trade paper 
and street car advertising and the gold-embossed 
memorandum book. 

What is advertising? .What is publicity?. What 
is notoriety seeking? 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 



Blltterick — Publisher 
The Delineator The Designer 



Trading Today 
for Tomorrow 



Livingston told of the natives in Africa offering 
a big price for a book he was reading. They did 
not comprehend reading and thought the book, at 
which he gazed so long, must be "eye medicine." 

Each generation we read more, and transact 
more business by means of the printed word. 

Advertising as we know it today is a new busi- 
ness — some art and some science. But the principle 
is basic and very simple. 

Given a good product of wide appeal, then an 
attractive, honest and repeated description in rep- 
utable publications; the public reads, tries, and if 
satisfied, continues as consumer. 

The principle of advertising is as simple as read- 
ing was to Livingston. 

Time and repetition are of the greatest impor- 
tance. 

Advertise today for tomorrow. There will al- 
ways be a tomorrow. 

And today or tomorrow we like best those we 
know bestc 



Blltteric k — Publisher 

The Delineator The Designer 



One Monopoly 
That Is Safe 

A monopoly nobody wants unscrambled! 

There is no Sherman Law against a monopoly 
of Good Will. 

No trademark need fear the Supreme Court be- 
cause it has a far-reaching, interlocking hold on the 
Good Will of the public. 

Here is the unassailable monopoly! 

And as for secret rebates, trade agreements, 
exclusive territories and the like — they simply do 
not exist; they are so unnecessary for the trade- 
mark owning public Good Will as to be obviously 
silly. 

Even with the most splendid product it takes 
years to win a national monopoly of Good Will in 
any line. 

It is easier now, for the world was never so recep- 
tive to new habits and new thoughts. 

Blltteric k — Publisher 
The Delineator The Designer 



Customers Today 
and Tomorrow 



If a man succeeds in selling his residence, his 
automobile, his factory, horses or his yacht by 
advertising, he discontinues the advertisement. 

Such a man usually hopes to secure one customer 
for one sale — when he succeeds, the story is 
finished. 

But if he is in the shredded coconut business, he 
wishes to secure not only the sale of a shipload of 
nuts, but he aims at a more permanent market. 

He not only wants the sale, he wants a following 
among thousands of consumers to whom he hopes 
to sell future shiploads of coconuts time and time 
again. 

Advertising to secure customers is something 
more than advertising to sell goods. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 

Blltteric k — Publisher 
The Delineator The Designer 



"Private Road" 



Is your business traveling on its own private road 
with a gate locked behind you against trespassers 
or competitors? 

If you travel on your own private drive-way you 
can truly go as you please. 

The maker of a patent article or the possessor of 
secret processes travels a road forbidden to competi- 
tors. This autocrat can choose his own gait — 
crawl, walk or run, or sit down and rest. 

However, this choosing of your own gait depends 
on how securely your competition is barred. If, as 
in the case of the safety razor, phonograph, the 
piano-player or aspirin, the patents have expired — 
then the rate of speed may be fixed by competition. 

The very astute owner of a patent travels his 
own road at a smart gait, anticipating the time 
when the course may be uncomfortably crowded. 



Blltteric k — Publisher 
The Delineator The Designer 



The Bed of 
Procrustes 

You remember the myth of the innkeeper who 
had a special bed for unfortunate travelers. If 
the guest was too long, his legs were cut off, and 
if too short, he was stretched on the rack to fit. 

One of the seemingly inevitable results of 
progress in advertising is "standardization," 
which is all very well for a very short distance. 

W. L. Douglas, Shoemaker, Wrigley Gum, 
Lily Cups, Jim Henry of Mennens — how "differ- 
ent," how unstandardized they are — and yet you 
could spot 'em in a million ! 

It's rank heresy to admit it, but the boss 
sometimes writes better advertising than the 
(too often standardized) expert. 

"To be different" is by no means all, but it's a 
valuable part of advertising success. 

We would like to meet bosses whose origi- 
nality needs encouragement. 

Butte rick — Publisher 
The Delineator The Designer 



Advertising 
Works Backward 



Advertising a trademark has a curious reflex 
action on the advertiser. 

When a man puts his name on a thing he assumes 
responsibility for it. 

Its virtues are his virtues, its shortcomings his 
chagrin. Advertising forces a man to compete with 
himself for improvements because either praise or 
censure are unescapable. 

People somehow realize this; they feel greater 
confidence with the known than with the anony- 
mous. 

Because the whole world is being shaken up and 
shaken down, we cling so much tighter to known 
values. 

Whether on goods or service, a real trademark 
stands for the mutual Good Will of both maker and 
user. 

Good Will sells goods — holds customers. 



Blltteric k — Publisher 
The Delineator The Designer 



The Arkansas 
Traveler 



When the -'Arkansas Traveler" asked his host 
why he didn't mend his roof, the reply, though 
made over half a century ago, is typical of many 
manufacturers today — "I can't fix the roof when it 
rains, and when the sun's out, what's the use?" 

Last year some manufacturers said, "Business is 
exceptional, factory working nights. Why adver- 
tise for orders that I cannot fill?" 

It is the same manufacturers who protest today, 
"Business is slack; we are cutting down in every 
direction; can't invest in advertising." 

Oversold or undersold — invest now in business 
insurance for the future. v 

Business Insurance is known as Good Will. 

Good advertising not only sells goods — it builds 
Good Will as an inalienable concomitant. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 



Blltteric k — Publisher 
The Delineator The Designer 



Good Will 



If you advertised fish eyes, or a job lot of flake 
tapioca, or a barge load of brick, not only the im- 
mediate but the entire purpose is to sell one batch 
of goods ; but when "Royal" or "Ivory" advertise it 
is not only to sell a case of baking powder or soap, 
but vastly more important, to make or hold 
reputation. 

In these days buyers are "choosey." 

The better and stronger the reputation, the more 
likely the sale. 

It takes a long time to create a nation-wide Good 
Will— but it's worth it. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 



Blltteric k — Publisher 
The Delineator The Designer 



Ponies or Elephants 

Some years ago a friend of ours in the adver- 
tising business had a customer who made cutlery. 

The cutlery was of fine quality, the line old 
and well known to the trade; the works were 
small and the output limited. 

This manufacturer wanted to advertise nation- 
ally, and our friend agreed with him that a 
modest appropriation over a period of years 
would prove effective and profitable. 

However, this was not to be — for while the 
cutler wanted to buy, as he said, "a nice team of 
ponies," a band of advertising authorities sold 
him "a herd of wild elephants." 

While there is no doubt that a longer list of 
failures in the past was due to under-advertising 
than to over-advertising, there is today sufficient 
advertising experience to make unnecessary either 
a bombastic over-draft or an ineffectual parsi- 
mony in the moulding of public opinion by adver- 
tising. 

Butte rick — Publisher 
The Delineator The Designer 



"Atmosphere" 

When words cannot be found to convey certain 
intangible or subtle ideas, the national advertiser 
turns to the artist. 

The artist may be necessary for involved tech- 
nical illustration, but his highest value is in creat- 
ing "the proper atmosphere." 

In the absence of a Charles Dickens, words may 
be lacking to convey the eager relish that Cushman 
Parker brings to you through the faces of delighted 
children. 

The grace and elegance of a certain silverware 
may not be easily expounded, but Franklin Booth 
creates for it an atmosphere that is compelling. 

There is a world of opportunity as yet unrealized 
in the art of advertising. 

When you start— start right. The cost of the 
very best artist is so infinitely small, divided among 
so many readers as to be wholly negligible ; while 
the effectiveness and profit in each case, multiplied 
by millions of readers, is enormous. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Blltterick — Publisher 

The Delineator 
Everybody's Magazine 



Prohibition of 
Good Will 

The danger of wood alcohol masked behind 
even the most dependable of old labels illustrates 
the fear of Caveat Emptor in these piping days 
of peace. 

Caveat Emptor is the opposite of Good Will. 

With Good Will the buyer believes in and 
depends upon the fine old trade mark of fine old 
houses. 

Caveat Emptor means let the buyer beware. 

In these days there is no longer safety in 
known labels because liquor is contraband. 

Who goes in fear trusting no label, no brand, 
no seal, no mark, even if blown in the bottle, 
think what it would mean if all Good Will for 
every known commodity were destroyed and we 
had left only Caveat Emptor. 

Thanks be, this is only an illustration. 

The earning of Good Will is the big thing in 
big business today. 

National Advertising is an engagement en- 
tered into by the manufacturer to safeguard the 
interests of the consumer in consideration of the 
creation of a Good Will asset. 

Butterick — Publisher 
The Delineator The Designer 



Natural Selection 

fThe publisher of a dog paper exerts every effort 
to make his publication of interest to dog fanciers. 

A pharmaceutical journal works for years to earn 
a great following among druggists. There are spe- 
cial periodicals for threshermen, for undertakers 
and for theatrical folk. 

There are "slick paper" magazines for the so- 
cially elect and "news print" papers for the farmers. 

In every trade, profession, cult or social stratum, 
there are periodicals seeking to attract unto them- 
selves a following of readers. 

The process eventually becomes one of natural 
selection. 

"Birds of a feather flock together." 

If you want to sell sulphuric acid, advertise in a 
publication bought by fertilizer manufacturers. If 
you want to sell sheets or soap, food or children's 
books, to reach the housewife, advertise in a wom- 
an's magazine. 

Advertising should parallel natural selection. 

Advertising space in the Butteriek publications 
is for sale through accredited advertising agencies. 

Butteriek — Publisher 
The Delineator The Designer 



Sophistication 

In an advertisement of J. G. White & Com- 
pany, the great investment bankers and engineers, 
appears a statement worth reconsideration at this 
time. 

"The unsophisticated investor buys 

popular investments at the time of their 

greatest popularity — and highest price. 

It remains for the sophisticated to buy 

unpopular investments at the time of 

their greatest unpopularity." 

As in other investments, the unsophisticated 
advertiser spends most when the market place is 
crowded. 

The sophisticated advertiser spends most 
when competition for a hearing is at its lowest 
and when, by the same token, the buyer is most 
critically attentive. 

The sophisticated advertiser has an attractive 
opportunity for investment in national advertis- 
ing this year. 

Advertising space in the Butterick Publications is 
for sale through accredited advertising agencies, 

Butterick — Publishers 
The Delineator The Designer 



"Create a Demand" 



If avocados were suddenly grown in enormous 
quantities, the growers would have to "create a 
demand" or their fruit would rot on the ground. 

Ukuleles would have been a drug on the market 
before the discovery of the beach at Waikiki. 

Usually, however, creating a demand means 
concentrating an already existing demand on some 
one brand or trademark in that field. 

Morris does not need to create a demand for 
ham — but his advertising may concentrate the 
ham lover's appetite on the Morris brand. 

Advertising will induce people to eat alligator 
pears or ripe olives, with which they are unfamiliar, 
and it will also sell Campbell's, with which every 
one is familiar. 

Advertising space in the Butterick Publications is 
for sale through accredited advertising agencies. 

Blltterick — Publisher 
The Delineator The Designer 



"Main Street" 

Every advertiser should read Sinclair Lewis' 
"Main Street." 

Gopher Prairie, Minn., is America. 

The heroine wants to accomplish seven re- 
forms in seven minutes — and it cannot be done. 

Some manufacturers Carol Kennicott on a 
national scale. 

They would revolutionize all our Main Streets 
in a season or two — and it cannot be done. 

The prizes for national accomplishment con- 
tinue to go to the tortoises — Campbell's Soups, 
Ivory Soap, Colgate, Bon Ami and the like. 

As one great advertising agent has it, "Keep- 
ing everlastingly at it brings success." 

Butte rick — Publishers 
The Delineator The Designer 



Who Paid for the 
Brooklyn Bridge? 

About 200,000 people each morning paid 2^ to 
be ferried across a river and each night 2^ to 
return, — 4^ a day, nearly $15.00 a year per per- 
son for over-river transportation. 

Then the Brooklyn Bridge was built and the 
street cars carried these 200,000 people right 
across the water without wait or additional 
expense. 

The bridge cost $18,000,000. Who paid for it? 

Perhaps the 200,000 people who saved some 
$3,000,000 annual ferry costs know the answer to 
this question in economics. 

Good advertising is an economical method of 
selling goods nationally. 

With good advertising as with a good bridge, 
the cost is absorbed in the economies it effects. 

Blltterick — Publisher 
The Delineator The Designer 



The Coax 

In mail order or direct reply advertising, the 
relative "pulling power" of advertisements is care- 
fully gauged. 

To watch the response of the public to varia- 
tions in the "copy" in mail order advertising is a 
most interesting and profitable study. 

For example, the two best headlines of a 
physical - culture - by - mail advertiser were, (1) 
"You know in your heart you are not giving your 
body a square deal," (2) "The man who is always 
tired out will soon be worn out." 

Over a period of years with many experiments, 
under all conditions, these two heads proved best. 

"All advertising is good, only some is better 
than the rest." 

The making of advertisements commands real 
talent and good advertising demands its employ- 
ment. 

Butte rick — Publishers 

The Delineator j^e Designer 



Appealing to Faith 

Many earnest proponents of advertising ask 
people to have "faith in advertising." 

These same advocates would not think of urging 
"faith" in letter writing — "faith" in telephoning — 
or "faith" in any other method of thought trans- 
ference. 

Advertising is one means of conveying messages. 

The message itself may be what you will ; it may 
inspire to heroism or lull to sleep, and — advertis- 
ing, like the telephone, will carry either. 

Any magazine or newspaper carries advertising 
which results show to be "good advertising," and 
the same identical issue of the same publication 
will also carry "poor advertising." 

The publication is identical, the reader is the 
same, the difference, therefore, must lie in the 
message and its presentation. 

When you have a message to convey by adver- 
tising, employ an advertising agency, with ability 
and experience to prepare that message. 

Put your "faith" in the message. 

Advertising space in the. Butteriek publications 
is for sale through accredited advertising agencies. 

Butteriek — Publisher 
The Delineator The Designer 



Women's Buying 

Some one has said that "style isn't style until it 
crosses an international boundary." 

As an adjunct to its Fashion Service, Butterick 
publishes paper dress patterns. 

The sale of these patterns throughout the civil- 
ized world gives an indisputable comparison of 
women's buying. 

Butterick sells more patterns in a store in the 
Avenue de l'Opera, Paris, than are sold in any 
other store in the world. 

But the strange phenomenon is, that whenever 
fundamental changes in style (they originate in 
Paris) are accepted by the women of any great 
country, they are simultaneously accepted in every 
great nation. 

In Stockholm, or Sydney, Cairo, Egypt, or 
Cairo, Illinois, the women who lead, all really fol- 
low Paris, but inexplicably they somehow seem 
all to divine at the same moment that they want 
the same thing. 

We don't know why this is true, but it has been 
demonstrated too frequently to be only a coinci- 
dence. 

If you make goods approved by women gen- 
erally in one State, you may be sure of their accept- 
ance by women among all great nations. 

Blltte rick — Publisher 
The Delineator The Designer 



Carthago Est Delenda 

Plutarch tells us that Cato never spoke on any 
subject without including somewhere the demand 
that Carthage must be blotted out. 

Cato eventually prevailed and Carthage was 
destroyed. 

Men's minds were swayed in Ancient Rome 
as they are swayed in America today. 

Statement — re-statement, iteration and reiter- 
ation, at last the "cumulative effect" is tri- 
umphant. 

National advertising is the modern way of 
addressing and influencing a nation. 

Advertising space in the Butterick Publications is 
for sale through accredited advertising agencies. 

Blltterick — Publishers 
The Delineator The Designer 



Propaganda 

With the war most of us acquired a new word 
— propaganda. 

The word is new and convenient, but the 
action it connotes is another phase of our old 
friend advertising. 

Most people think of advertising as calculated 
to sell goods . 

Only of recent years have we seen advertising 
used to sell ideas. 

If it is desired to stop unnecessary coughing in 
the theatre, — to promote courtesy on the tele- 
phone, — to brush the teeth or — to create a 
national demand for the metric system, it may be 
accomplished by advertising. 

If you want to sell goods, services or ideas to 
a nation — advertise nationally. 

Blltterick — Publishers 
The Delineator The Designer 



Cut Prices 

Cut prices are alluring only on goods of known 
value. 

Without the previous establishment of stand- 
ards, cut prices would not be seductive. 

An excessive cut price on advertised goods of 
known value is a bait. 

A very wise and cynical fish would swallow the 
bait but avoid the hook — because, of course, there 
is a hook. 

When a dealer sells for less than cost it is not for 
love that he does it. 

If gold were without value there would be no 
thieves. 

If advertising had not established for an article 
a wide-spread public recognition of standard value, 
there would be no bait in a "ruinous cut price/' 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Blltteric k — Publisher 

The Delineator The Designer 



An Epitaph 

'He meant well, tried little and failed much" 
"Erected by his loving Wife" 



Near Saratoga, a headstone in the cemetery 
thus epitomizes a life's effort. 

In the files of our wartime periodicals, some 
advertisements now stand as mute evidence of 
similar weak "try-outs of advertising" by well- 
meaning but short-winded corporations. 

National advertising need not be experimented 
with, — it works. 

Either advertise or don't advertise, but save 
yourself the cost of "trying out" advertising and 
don't start for a run of less than five years. 

Advertising space in the Butterick Publications is 
for sale through accredited advertising agencies. 

Blltterick — Publisher 
The Delineator The Designer 



What It Costs 
To Advertise 

The cost of successful advertising on a national 
scale is amazingly small. 

If you were to spend one cent per family per 
year for advertising, your- expenditure for the year 
would be about $220,000. 

The average total expenditure for advertising 
space (in fifty-six leading magazines) is less than 
one-quarter of this sum. 

In other words, the average national advertiser 
buys less than $50,000 worth of space per year, or 
less than one-quarter of a cent per family in the 
United States. 

The largest user of space spends about a million 
per year in national publications — five cents per 
family or one cent per person in that family. 

This advertiser does a business of about 
$120,000,000 per year— or a sale per family of $5— 
one dollar per person. 

Of course an advertising appropriation includes 
expenditures in addition to the cost of space that 
are most necessary but relatively small in amount. 

Good Advertising pays. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Blltteric k — Publisher 

The Delineator 
Everybody's Magazine 



"What'll We 
Name It?" 

Some years ago an advertising man stopped 
one of his clients from advertising "second hand 
cars" and instead offered to the public a selection 
of "used cars." 

The phrase was new, simple and obviously 
better. In this instance, every one in the trade 
grabbed the expression and robbed its progenitor 
of his little distinction. 

The best toothbrush on the market has a 
name that is the hardest for the public to spell 
or to pronounce. 

And yet the late Senator Tillman used to 
quote, "you might as well kill a dog as give him a 
bad name." 

If you are contemplating advertising now or 
in the future, experience counsels that you secure 
the advice of a competent advertising agent 
before you name your package; even before you 
put your goods in a package or before you com- 
mit yourself to any method of presentation that 
you may ultimately regret. 

Blltteric k — Publisher 
The Delineator The Designer 



Confounded 
Comparisons 

For years folks have struggled to explain to 
other folks "the wonderful power of advertising." 

Comparisons with electricity, Niagara Falls and 
trans-Atlantic flights are frequent, and certainly 
the explanations would seem to add mystery to 
the power. 

Perhaps the difficulty of definition lies in the fact 
that advertising is so simple and so neutral. 

For example, if Du Pont offered a million Cadil- 
lacs at the price of a Ford, "the power of advertis- 
ing" this fact would probably be said to be stupen- 
dous. But, if with the same identical advertising 
expenditure, a million Fords were offered at the 
price of a Cadillac, that particular application of 
"the power of advertising" would certainly be 
termed an advertising failure. 

The two campaigns could be as alike as two peas 
and yet the results diametrically opposite. 

Advertising is a message addressed to many per- 
sons about goods, ideas or service. 

Do not confound the message and the method of 
its transmission. 

The only "power of advertising" is the power of 
the message it transmits. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butteric k — Publisher 
The Delineator The Designer 



"What's the 
Big Idea?" 

Slang epitomizes the most valuable attribute 
of successful advertising in asking — "What's the 
big idea?" 

For example, a manufacturer in the Middle 
West advertised his make of band instruments for 
years and succeeded in modest measure. 

When an advertising man of experience took 
the account, his query was : "What's the big idea ?" 

The idea evolved was very simple — advertise- 
ments in magazines, headed "Start a band in your 
own town," and literature hinting at the pleasure, 
profit and distinction of playing in a band right 
down Main Street. 

What could be more alluring than to wear a 
fine uniform, and on the Fourth of July lead 
bravely in a martial air, to which your own slip- 
horn or cornet contributed? 

As a result, hundreds and hundreds of new 
bands were formed and so an immediate and grow- 
ing market was created for band instruments. 

The better the idea, the less it costs to adver- 
tise. 

The Big idea may be present but unnoticed, 
either in your product or in its use. 

Consult an advertising man of ability and ex- 
perience — he may discover the Big idea. 

Butterick — Publisher 

The Delineator The Designer 



Descriptions 

"A Beethoven string-quartet is truly, as some 
one has said, a scraping of horses' tails on cats' 
bowels and may be exhaustively described in such 
terms; but the application of this description in 
no way precludes the simultaneous applicability 
of an entirely different description." 

— William James. 

To describe goods, service or ideas accurately, 
interestingly and convincingly is the highest art 
of advertising. 

Any message delivered to an entire nation war- 
rants the best effort of writer and artist. 

The publisher whose vast machinery carries 
the message to millions realizes the importance 
to his advertisers and consequently to himself of 
advising the employment of the best advertising 
brains. 

Our experience and advice is at the service of 
any manufacturer contemplating national advertis- 
ing, without obligation — of course. 

Advertising space in the Butterick Publications is 
for sale through accredited advertising agencies. 

Blltteric k — Publisher 

The Delineator The Designer 



Hire an Expert 

"A short, snappy ad, that gets the point over 
quick, is the best, because people haven't time to 
spend reading a lotta stuff." 

Nearly any one you ask could assure you of this. 

Mail order firms that receive direct orders in 
answer to their advertisements know what pays 
and what doesn't ; what people read and what they 
don't read. 

And yet, strangely enough, mail order adver- 
tisements are often very long; we knew one once 
that had 2200 words of fine type and it "pulled" 
very profitably. 

People must read long advertisements, or these 
"keyed" many-worded announcements would not 
be profitable. 

On the other hand, Cream of Wheat advertise- 
ments often have no text at all — just a picture. 

Should advertisements be short or long? 

The whole subject of advertising cannot be 
safely jammed into a few epigrams. 

When you advertise, hire an expert to advise 
with you. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butteric k — Publisher 
The Delineator The Designer 



What's Your 
Message? 

The mail-carrier delivers a bagful of messages ; 
messages of weddings and deaths, of goings and 
comings; messages of joy and sorrow, of vital 
interest and of no interest whatever. The great 
baronial envelope and the flimsy trade circular 
may go to the same house. 

So the advertising columns of magazines and 
newspapers carry messages of great interest, little 
interest, or perhaps of no interest at all. 

The postman faithfully delivers the messages 
with which he is entrusted. So also the publica- 
tions deliver the messages they carry. 

But what of the message itself? 

Will it command attention? 
Is it interesting reading? 
Can it be implicitly believed? 
Will it "get action"? 

Some people find advertising more interesting 
than the editorial text. 

There are men who can make advertising inter- 
esting and productive. 

We know who these men are — ask us. 

Blltteric k — Publisher 

The Delineator The Designer 



Where Do You Come In? 

A great middlewestern merchant said recently : 

"For three years we have been buying with 
enthusiasm and selling in cold blood. For the 
next three years we shall buy in cold blood and 
sell with enthusiasm." A new version of the 
change from a seller's to a buyer's market. 

Are you manufacturing and selling with enthu- 
siasm or are you a delayed opportunist? 

For unlabeled, unadvertised, unknown goods a 
seller's market is a. great opportunity. When 
any quality at all is bought with enthusiasm — 
why be fussy? Why not charge all that the 
traffic will bear? "Get it while the getting's 
good." 

But that time has passed. The public again 
has an opportunity to select. 

And the public always prefers known values 
to unknown. 

Nation-wide recognition of quality may be 
secured by nation-wide advertising. 

ButteHc k— Publishers 

The Delineator The Designer 

Everybody's 

Magazine 



"Save Us From Our Friends" 



In addition to publishing magazines, Butterick 
also publishes a world-wide fashion service and the 
working models of tissue paper or patterns with 
which to make women's frocks. 

For 19 years at 27 Avenue de l'Opera, Butterick 
has maintained a shop in the heart of fashionable 
Paris, with sales of patterns greater in volume 
than in any other store in the world. 

On August 19th, 1914, the Republic of France 
officially commended Butterick for maintaining 
its shop and storerooms unchanged, in the face 
of the evacuation of Paris. 

And now, in the year 1920, the French Govern- 
ment bars the importation of Butterick patterns 
into France because they are luxuries! 

While appreciating the almost limitless possi- 
bilities for stupid governmental rulings, sometimes 
to be met even in our own republic, we exclaim in 
the tragic tones of the dear old melodrama queen, 
"Curses on our fatal beauty!" 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Selling Coals to Newcastle 

Early this year France barred Butterick Pat- 
terns as luxuries. 

Now the French Government has declared 
that Butterick Patterns may again be imported, 
as they have been for the past twenty -five years. 

Thus, on the highest government authority, 
Butterick Patterns have been declared not only 
luxuries, but economic necessities in France. 

Many people in America have been kind in 
their expressions of approval over the accom- 
plishment of an American house in achieving 
for American patterns (identical except printed 
in French) the greatest sale in Paris of any pat- 
tern in any store in the world. 

Candidly, while the achievement by Butterick 
is American, the original inspiration of fashion 
is Parisian. 

And so in this case the coal is not only sold 
in Newcastle — it may be said to have been origi- 
nally mined in Newcastle. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



The Easiest Way 

Whenever our country experiences a money 
flurry, many advertising appropriations are cur- 
tailed and some stopped altogether. 

The producer of raw material, the labor 
leader, the makers of railroad tariffs, have all de- 
manded and received, since 1914, great increases 
in the amount spent by manufacturers for ma- 
terial, labor and transportation. 

But the advocates of advertising are not in a 
position to demand. Advertising is not indis- 
pensable. 

When the banker puts on the screws of con- 
servatism and retrenchment, the quickest and 
easiest place to effect a "saving" is in the adver- 
tising appropriation. 

The "gain" is immediate and the loss is grad- 
ual and cannot be proved anyway. 

Men who are steadfast in their advertising are 
either gifted with imagination or protected by 
having been born resolute. 

B U 1 1 e r ic k — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Two Bits per Capita 

There has been a great clamor recently about 
political campaign funds that are alleged to total 
fifteen or twenty millions. 

At a dollar per family, the dough bag would 
have to contain $22,000,000 or about 25c per 
capita. 

It is customary to make all dreadful appeals 
to the imagination of the common peepul in terms 
of aggregate millions. 

Advertising campaigns that sound wondrous 
and prodigal in total, shrink to an apparent, piti- 
ful inadequacy in terms of two bits per capita per 
year, and yet no such huge fund for advertising 
has ever existed. 

A few cents per capita per year would make 
an advertising appropriation for any manufac- 
turer so large as to almost warrant its being 
"viewed with alarm." 

Blltteric k — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 






A New Idea in 
Chain Stores 

The phenomenal growth of the chain store is 
the conspicuous mercantile development of the 
decade. 

Huge buying and jobbing resources give a 
certain advantage not enjoyed by the independ- 
ent retailer. 

On the other hand, absentee ownership with 
salaried management seems less efficient, as a 
rule, when contrasted with owner management. 

For the small independent merchant menaced 
by chain store competition there is one obvious 
way to fight fire with fire. 

By selling trade-marked, standardized, na- 
tionally advertised goods, a merchant can ally 
himself with enormous aggregate manufacturing 
capital. 

This provides equal buying facility, and in 
addition to this comparative advantage of the 
chain store, adds the undoubted profit in a wide- 
spread, public following for individually adver- 
tised brands. 

For example, the aggregate manufacturing 
capital behind a moderately stocked grocery store 
is some $1,200,000,000, with a combined national 
advertising campaign of more than $50,000,000. 

Even the smallest store may thus become one 
of a chain protected by this national barrage fire. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



The Hare and 
the Tortoise 

In advertising, as in finance, there is an occa- 
sional Ponzi. 

In a popular play of a few years ago — "It Pays 
to Advertise," the youthful and exuberant hero 
marketed a soap — "13 — unlucky for dirt," with 
overwhelming success. 

The soap cost 3 cents, and after the second 
act, sold for $1.00 in tremendous quantities. 

This dramatic profit came, of course, from a 
whirlwind campaign of publicity, and so the 
thesis that it pays to advertise was proved and 
everybody lived happily forever after. 

People like to dream of striking the popular 
chord one terrific wallop and cashing in millions, 
but it isn't being done. 

The public is lethargic, stupid, forgetful, and 
advertising success must be planned in terms of 
years of time and the continued, persistent, never- 
ending application of power. 

Advertising space in the Butterick Publications is 
for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Just for Ink 

The teacher's rule of "proceed from the known 
to the unknown" should be followed in adver- 
tising. 

And yet, the temptation is often present to pic- 
ture a factory output as reaching "end to end" 
from Boston to Buffalo and beyond, or perhaps 
three times from the Earth to the Moon. 

For example, Butterick uses $196,000 worth of 
ink per year for printing. 

Everybody uses ink and everybody knows that 
a few cents' worth will last a long time. 

The temptation is to picture a young lake of 
ink or a stack of ink bottles along side of Wash- 
ington Monument or some similar device for 
stimulating the imagination. 

How would you illustrate the use of an enor- 
mous amount of printing ink? 

Butteric k — Publisher 
The Delineator The Designer 

Everybody's 
Magazine 



No Mail-Order 
Advertising 

Butterick magazines carry no mail-order ad- 
vertising, We believe that the distribution of 
merchandise can be best effected through retail 
stores. 

Mr. Julius Rosenwald, president of Sears- 
Roebuck & Company, recognized as the genius 
of the mail-order business, said recently that the 
mail-order business is a forced and unnatural one 
and that the retail store is the logical place to buy 
goods. 

The public generally undervalues "service." 

To shop conveniently has become so habitual 
that we don't realize our dependence on pre- 
arranged stores for our immediate wants. 

If you had to wait for everything to come 
after an interval of from three days to three weeks 
from a distance, you would think the arrangement 
intolerable. 

Even the smallest store can carry goods of 
world-wide reputation and standard prices, and 
almost literally "it is just around the corner." 

Advertising space in the Butterick Publications is 
for sale through accredited advertising agencies, 

Butterick — Publisher 

The Delineator „ The Beste™* 

Everybody's 

Magazine 



No Reason Why 

Some years ago a prominent advertising 
agency employed a much heralded writer of 
"compelling" advertisements to prepare a cigar- 
ette campaign. 

When the "copy" was submitted it appeared 
to be a series of paintings of prominent club 
houses with a sentence informing the public that 
Blanks cigarettes were smoked at the Blink's 
Club, price two bits. 

The irate agency chief tore his hair and de- 
manded to be shown a single reason adduced why 
any one should smoke Blank's. 

"Quite true," was the soft answer, "but what 
reason is there for any one to smoke any 
cigarettes?" 

So also, what reason for ginger ale, cigars, 
gum, neckties, jewelry or a multitude of things 
we are so unreasonably but so convincingly 
taught by advertising to want. 

The simple, direct command unsupported by 
reason or argument is frequently the most effec- 
tive advertising method. 

Butteric k — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Butterick-Publisher 

A great, world-wide trade-mark may in some 
cases seem a handicap. 

Butterick, for example. 

With a consumption of 30,000 tons of paper 
per annum and $196,000 for ink, with circulations 
of magazines of more than 2,000,000 a month, still 
most men when you say Butterick — think of 
patterns. 

Forty years on Regent Street, London; 
twenty years in Paris ; with editions for years in 
German, French, Spanish and Italian, Butterick 
is really an international publishing house. 

While discerning advertisers spend some 
$6,000,000 in Butterick publications a year to 
reach women — to most men the Butterick trade- 
mark stands as immutable as gold. 

Even the wisest men sometimes miss what 
every woman knows. 

Advertising space in the Butterick Publications is 
for sale through accredited advertising agencies. 

Blltteric k — Publisher 

The Delineator The Designer 

Everybody's 
Magazine 



Voluntary Taxation 

Right now in this country a work is progress- 
ing that is so far reaching, so important and so 
large in public interest that it may be properly re- 
garded as remarkable. 

Our canned meat products are protected in the 
packing by Government Inspectors and the ap- 
proved result bears the Government mark of 
standard. 

But our vegetable food products are not under 
Governmental scrutiny and care. 

Of the thousands of canners, there are some 
whose output is not always fit to eat. 

And so, voluntarily, a great association of can- 
ners have formed a national organization to pro- 
tect the public and themselves against impure 
canned goods. 

Have agreed to a tax per case for the main- 
tenance of a daily inspection in the canneries of 
the association's members, and have agreed to 
permit, only on those products whose manufac- 
ture comes up to rigid sanitary requirements, the 
imposition on the package of a seal or certificate 
of safety. 

When you see this seal next year, it will iden- 
tify for you canned goods which you may eat with 
the knowledge that it has behind it the pledge of 
a great industry as to sanitation and wliolesome- 
ness. 

The National Canners' Association has dis- 
played a breadth of vision and an intelligence in 
self-interest that must react favorably on the work 
of other associations. It will merit the commen- 
dation of the public it serves. 

So far-sighted and powerful a movement will 
be advertised nationally to hasten the success that 
seems inevitable. 

Butter ick — Publisher 

The Delineator The Designer 



Pay and Repay 

There is probably no advertiser in America 
with an appropriation adequate to the national 
opportunity. 

The adequacy or inadequacy of an advertising 
appropriation has nothing to do with the financial 
resources of the would-be advertiser. 

Wrigley spends a large amount for producing 
sales, and last year, after taxes, this gum company 
made more than four million dollars profit. 

John Doe, who may wish to compete with 
Wrigley, should reckon first on what should be 
appropriated for advertising, and second, on what 
he can appropriate. 

Perhaps he can choose a limited sales terri- 
tory and use some intensive methods — perhaps 
he may have more clever sales plans or perhaps 
he may be willing to wait longer for his returns. 

Whatever the necessities, start right by think- 
ing right in terms not of your ability to pay, but 
of the public's ability to repay for an adequate 
appropriation. 

Butteric k — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Anticipatory 
Advertising 

To have a "distribution" means among sales- 
managers that a commodity is in stock, ready tor 
sale in a sufficient number of stores to be con- 
venient for the public. 

An automobile might have thorough distribu- 
tion with one thousand dealers. 

A breakfast food, to be equally well dis- 
tributed, might require forty thousand retail sales 
outlets. 

Should a new product be advertised before 
securing distribution, or after? 

Obviously, advertising is most effective and 
economical when every sale it can induce may 
be easily consummated in some nearby store. 

On the other hand, the average store does not 
wish to put in stock new, unknown and unasked- 
for goods, 

"Advertise and create a demand," says the 
merchant, "and then we will stock your lines." 

Anticipatory advertising loses some retail 
sales but facilitates the getting of a thorough 
distribution economically. 

You remember the old question of the priority 
of the chicken or the egg. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Everybody's Business 

The other day in a Milwaukee shop a woman 
worker admired a fur coat but had only part of the 
cash necessary to purchase. 

The proprietor graciously agreed to cash two 
one-hundred-dollar Liberty Bonds for $140 as part 
payment, and the woman agreed very happily. 

This shopkeeper later volunteered the infor- 
mation that most of his trade could not afford his 
furbelows, but were glad to let him have their bonds 
as they didn't appreciate their value. 

Within five years 20,000,000 people have bought 
government bonds — any bonds — for the first time in 
their lives — they did it for patriotic reasons. 

A deplorably large number are not yet "sold" 
on the value of their own holdings — hence extrava- 
gance with obvious ills in consequence. 

"Something should be done about it." "Why 
don't the newspapers and magazines do something ?" 
"There should be a law," etc., etc. 

"What's everybody's business is nobody's 
business." 

No wise, far-sighted private corporation would 
permit its goods or its securities to be kicked around 
without protection after sale. 

The best protection for our bond issues would 
lie in educating the holders to their values. 

National education can always be effected best 
by the constant iteration and re-iteration of national 
advertising. 

Butteric k— -Publisher 

The Delineator The Designer 



"Push" and "Pull" 

Until recently the fear of establishing another 
pork barrel has kept the United States Govern- 
ment from buying advertising space for any gen- 
eral campaigns. 

There are some 21,012 publications listed in 
N. W. Ayer & Son's Directory, and where among 
them is one so small and so insignificant as to be 
without political "pull"? 

To advertise in them all would stagger even 
a national treasury, so it was thought necessary 
not to use any. 

About a year ago 116 of the leading advertis- 
ing agencies formed a corporation with stock held 
by members of the association. 

With the co-operation of the newspaper asso- 
ciations, this corporation was in a position to bid 
for and execute government advertising with the 
one thought of rendering service to the account 
and without care for political expediency. 

It is obviously to the interest of the most re- 
calcitrant publisher that he refrain from "log- 
rolling" appeals to the politician. 

During the war, nearly all government adver- 
tising was donated either by publishers or private 
capital. 

Now, even our government can advertise in- 
telligently. 

Butter ick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Flowers that Bloom in the 
Spring, Tra-la! 

Do you remember, a few years ago, the shoe 
box that you received in the mail conveying some 
very, very dead flowers with a friend's card of 
greeting? 

The box was battered and musty, and in the 
inglorious state of the gift you certainly were 
forced to take "the will for the deed." 

Today you may telegraph flowers anywhere 
and within a few hours they arrive, fresh, fragrant 
and eloquent. 

To enable you to do this, there exists a 
National Association of Florists. 

With the aid of the florist even the mute may 
be silver-tongued, for, whatever the occasion, we 
are being taught by advertising that we may 
"Say it with Flowers." 

The florists must "sell" an idea to the nation. 

Whatever the idea be, to eat more citrus 
fruit; to line our chimneys with clay or to use 
granite for monuments, that idea may be "sold" 
to an entire nation by national advertising. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Educating Appetites 

A great Chicago packer was informed by one of 
his division sales managers that their toilet soap 
was not moving off the dealers' shelves in Texas 
and the Southwest. The market there was over- 
stocked. 

"That's easy— stop shipments for ninety days," 
was the snappy answer. 

Here, if you please, we have one way of stimu- 
lating demand, i. e., curtail supply. 

Another way is the method of the Raisin Grow- 
ers' Association of California. 

Three years ago the per capita consumption of 
raisins was one pound. 

By advertising, the growers increased consump- 
tion (before prohibition) to three pounds per 
capita. 

By advertising, our Chicago packer could have 
increased the consumption of his toilet soap or of 
his cheaper cuts of meat, if he so desired. 

This method has been established beyond 
question in practice, not only by the Raisin Grow- 
ers, but by many growers' associations and manu- 
facturers. 

However, an advertising campaign to influence 
a nation's habits must be continued steadily for 
years. 

Butterick —Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



In Your Case 

When some one questions, "How can Wrigley 
spend so much money advertising a penny stick 
of gum?", that some one is not multiplying by 
sufficient millions. 

Possibly there are two million people reading 
this advertisement today. 

Suppose this thumbnail essay on advertising 
were an appeal for a fund to send a message to 
Mars, to adopt the wearing of overalls or to kill a 
Bolshevik, and that "it worked !" 

Multiply your single action by two million, by 
ten million or by one hundred million! 

How many customers have you? 

How many possible customers are there for 
your goods or services? 

Of course, your business is "different," but 
while every business is different, all customers are 
just the same old human beings. 

The number of competing manufacturers may 
be reduced and the number of consumers may be 
multiplied by advertising. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



"Knock and Hand In" 

Some manufacturers have built up great 
businesses by "sampling" their goods. 

There are companies who contract to distribute 
manufacturers' samples. 

In a recent statement we read that the cost of 
"front door-jamb service" ranges from $3.00to$4.50 
per 1000 and a "rear door service (not knock and 
hand in)" ranges from $6.00 to $7.00 per thousand. 

"Knock and hand in" is much more expensive 

Magazine advertising, while not sampling the 
actual goods, does picture and describe merchan- 
dise almost as effectively. And the magazine 
enters the house on invitation instead of unsolic- 
ited. 

A government mail carrier furnishes the — 
"knock and hand in." 

National advertising simply multiplies an event 
in one home by millions. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



"Birds of a Feather Flock 
Together" 

Years ago the New York Sun spoke of a certain 
play as "the kind of a play that will be enjoyed by 
the kind of people who enjoy this kind of a play." 

It is possible to judge hundreds of thousands 
of people in a rough, approximate way by studying 
the publications they elect to buy and read. 

This is more often true in the choice of national 
periodicals, because in many cities a newspaper 
must be taken without a range of selection. 

For the purpose of commercial generalization, 
a study of a magazine itself is the best way of 
picturing the composite reader. 

The familiar exception of the college professor 
who finds mental relaxation in the shilling shocker 
or the anemic bookkeeper who feeds on virile 
tales of men inevitably described as "red blooded" 
upsets a nicety of application as an invariable rule. 

However, no questionnaire or other method of 
investigation of a circulation leads to as safe a 
generalization as may be made after a study of 
the magazine itself. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Making Haste Slowly 

A chunk of rosin seems as hard as glass. If 
you strike it with a sledge, it will fracture like glass. 
And yet in time it will sort of melt down like 
molasses. 

Rosin is called a viscous substance, and while 
it would be impolite to call the public the same 
thing — its action is something akin. 

Some advertisers have attempted, with the 
sudden application of a large advertising appro- 
priation and sledge-hammer messages, to change 
the public immediately in its habits. 

In despair, at the seemingly impenetrable and 
unalterable character of our people, they have 
quit in disgust. 

Time is a wonderful element in national adver- 
tising. 

Not only is time an essential in the success of 
a new campaign: it is the chief asset of protection 
for an old campaign. 

Butteric k — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



No Spring Tonic 

"The devil was sick, the devil a monk would be, 
The devil was well, the devil a monk was he." 

Many men think of advertising as something 
to be bought and applied in time of need and un- 
necessary in times of great prosperity. 

In state-craft, they may preach national pre- 
paredness but in their own business they are in- 
constant. 

Among great national advertising campaigns, 
however, the successes grind like the mills of the 
Gods — slowly but exceeding fine. 

Do you suppose it makes the slightest differ- 
ence to the public whether Campbell's Soup is 
oversold a hundred million cans or undersold and 
hustling for orders? 

Week after week, month after month, year af- 
ter year, the women hear that Campbell's makes 
good soup. 

And with what result? What name do you 
first think of when you think of soup ? 

Blltterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Just One Reader 

Perhaps one of the general misconceptions 
about national advertising is due to the confusion 
of large numbers. 

As a matter of fact, in every single contact 
with the public there exists for the time being, 
only one advertiser, one publication and one 
reader. 

The point of any campaign must rest on inter- 
esting that one reader. 

At this moment there is just you and us and 
this one newspaper. 

While this advertisement is being read, the 
whole world narrows down to you and us. Of 
course, the total result depends on multiplying the 
number of "captured readers" by millions. 

In writing your message about your goods or 
your services, write to just one human being ; but 
reach him or her, because if you do not, you have 
nothing to multiply by any part of the total 
millions. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies 

Butterick— Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Creating Wealth by Subtraction 

Once upon a time a millionaire was at death's 
door. He summoned all his relatives, near and far, 
to his bedside. He told them he was dying and 
because he was very rich they were, of course, 
stricken with grief. 

Then the rich man's servants entered with bales 
and bales of bonds and money until his great for- 
tune was piled high before them. And suddenly 
the pile was set afire and completely destroyed be- 
fore the agonized onlookers could interfere. 

We talk often of wealth and yet do we under- 
stand the difference, to us all, ( — to the state) be- 
tween the burning of a million bushels of wheat 
and the burning of its price equivalent in money? 

Do we all understand the difference between 
the real production of wealth and increasing prices 
by decreasing production? 

If the nation understood economics, could men 
successfully urge the limiting of production as a 
means of increasing our national fortune. 

Would any one accept the principal of creating 
wealth by subtraction? 

Our people should be educated in elementary 
economics. 

And national advertising is the best means of 
national education. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



"My Business is Dif f erent" 

The average man has a deep-seated conviction 
that he is just a little bit "different" from the rest 
of mankind. His beard is the stubbornest of hir- 
sute growths; his sense of humor is a degree keener 
than most. 

His dentist informs him that his teeth are most 
unusual, his tailor pronounces him "my hardest 
customer to fit." Man takes unaccountable pride 
in these assertions. 

Most business men readily admit the value of 
advertising in every line but the one they happen 
to be in. But, in that one business — "advertising is 
useless; trade conditions are abnormal," or "selling 
methods unusual," or "standard practices inflexible," 

Yet cranberries and anchor chains; bonbons and 
leather belting; granite monuments and ostrich 
plumes, are advertised successfully. So also are 
pickles and grave vaults, fruit and furniture. 

These businesses are certainly "different," yet, in 
common with other industries, find advertising 
profitable. 

Often the very distinctiveness of a business 
makes possible an advertising appeal both potent 
and original. Good advertising men are trained to 
discover and exploit the unusual. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



"The Appeal" 

Years ago in London, when "The Heavenly 
Twins" was breaking all book-selling records, Mr. 
Heinemann, the publisher, observed two street 
vendors selling dolls. 

These hawkers were offering identical dolls at a 
shilling a pair. 

Mr. Heinemann suggested a selling idea to one of 
these men, with the result that his cry of "Here you 
are — the Heavenly Twins for a shilling," immediately 
tripled his sales. 

Advertising is a fundamental method of selling, 
and the heart of good advertising is the message. 

Of course, the test of any advertising is in its 
"selling" value, whether for ideas, goods or services. 

Advertising space in the Butter ick publications 
is for sale through accredited advertising agencies 

Blltterick— Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



A Perpetual Patent 

Under our patent laws exclusive rights to manu- 
facture are granted only for a term of seventeen 
years. After that period, any one has the right to 
make and market the article. 

The original patentee often finds the good will 
that he has built up for his line jeopardized by a 
flood of tawdry and unworthy imitations. The 
public has no certain way of discriminating between 
brands if it fails to recognize the original satisfactory 
make. 

But when the article is trade-marked and adver- 
tised before and after the expiration of the patent, 
competition is not an overwhelming calamity. The 
public continues to demand the "old reliable" by 
brand name. The patents on Stillson wrenches, 
aspirin and steering sleds have expired, but the 
original makers still control the bulk of the business 
in those lines. 

Articles not patentable can be similarly protected. 
The trade-mark can be registered in the public mind. 

A monopoly of demand can be created through 
advertising, where a monopoly of manufacture is 
impossible. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Advertising Measles 

In the lower forms of advertising life, the ob- 
sessing idea is to put a picture of the factory into 
the space. If possible, two pictures of the factory. 

During the next stage of evolution, the advertis- 
ing manufacturer begins every sentence with "we" 
and tells all about his business. 

When at length he becomes convinced that the 
way to sell his prospective customers is to tell them 
of their wants, he has graduated from the tyro class. 

But there is one more case of advertising measles 
he has to have. This is the semi-colon. 

It is a matter of life and death importance to him 
whether it be a comma or a semi-colon; whether 
"gotten" is better than "got"; whether the triangle or 
the circle has the deeper "psychological" import. 

From the semi-colon attack there emerges the 
real advertiser who realizes that 99% of the impor- 
tance of his message is to make the reader realize a 
want which will be adequately filled by the adver- 
tiser's product. 

Sincerity of belief dictates the message, and semi- 
colons and psychological triangles take care of them- 
selves. 

Blltterick— Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Iron Whims 



"Only a whim?" Why, my dear sir, my wife has 
a whim of iron." 

It is usual and masculine and expensive to 
assume that a feminine prejudice for or against 
something may be attained by argument. 

For years the desirability of double-tipped silk 
gloves was extolled to the women of our country 
by men. 

Then a woman advertisement 'writer, with great 
art, told her sisters how delightfully slender and 
patrician their hands would appear in a certain 
silk glove. 

To wish aristocratic hands may be a whim, but 
if you sell to women and some one can capture 
their whims for your line, you will need no other 
alchemist. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Pubiishe? 

The Delineator The Designer 

Everybody's 

Magazine 



From Death Valley 

Most men overestimate the lasting effect of the 
dramatic news story. 

They are sure that you are impressed more 
permanently by the front page big-type news story 
than you could possibly be by the "eventually, why 
not now," advertisements. 

You may recall a few years ago "Scotty From 
Death Valley," with spectacular first-page stories 
in all newspapers — special trains with oceans of 
champagne and tons of Greek fire. 

A red meteor of news for a week and then 
oblivion. But you do not remember what "Scotty" 
was advertising. 

In the meantime, regular advertising plods 
steadily along saying, "There's a reason," His 
Master's Voice," "it Floats" and you smile in knowing 
friendship. 

Reiteration is irresistible, and advertising ripens 
with age like, wine. 

Butter ick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



I 



Buying vs. Building 

The price of a building is determined largely by 
the cost of its present-day erection — its replacement 
value. 

It is no great task to estimate the cost of build- 
ing a second Woolworth building, an Eiffel Tower 
or a Panama Canal. 

And while not so concrete, the same principle 
holds true in estimating the present-day trade-mark 
value of a Cocoa-Cola or an O'Sullivan Rubber Heel. 

Yet it is difficult to get the same banker who 
will buy for millions a trade-mark that has "arrived" 
to consider the construction of a national trade-mark 
at the cost of a few years and perhaps five or six 
hundred thousand dollars. 

Prizes seem justly reserved for those with 
constructive imagination. 

Build your own trade-mark into a great structure 
of national good will. 

Butter ick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



$15,000 Room Rent 

Suppose you could hire a Gargantuan hall, fill it 
with a million and a half housewives from all parts 
of our country and arrange with these prospective 
buyers of your goods for a brief hearing — all of this 
at a cost of say $15,000 per convention. 

Supposing that you had arranged such a conven- 
tion and were in search of a speaker to address this 
gathering of 1,500,000 — what would you pay for the 
world's most interesting and convincing speaker? 

If you could afford one cent per woman to 
assemble an audience, what could you not afford 
for the presentation of your story to that audience? 

When you advertise in The Delineator and 
The Designer, you have the ear of 1,500,000 house- 
wives — for a brief period. 

For profit's sake, employ the best advertising 
brains available to plead before such a supreme 
court of opportunity. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Don't Confound Them 



You remember in "Fanny's First Play," the 
critic, when pressed for a decision as to the merits 
of the anonymous production, insisted that "if a 
good man wrote it — it's a good play, and if a bad 
man wrote it — it's a bad play." 

So in advertising,— if the goods and advertising 
are good, it's profitable, and if not — it's not. 

You may witness a stupid play without feeling 
that all is lost and that the theatre as an institution 
is no more. Nor can the most brilliant theatrical 
success legitimatize and glorify every ham actor. 

And in advertising, let us not confound the 
message and the messenger. 

There are more good publications to act as 
messengers than there are interesting and profitable 
messages for them to carry. 

Employ a good advertising agency. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 



Butterick — Publish* 






The Delineator 



Everybody's 
Magazine 



The Designer 



Talcum All Over 

In college gymnasiums, in palatial athletic clubs 
and at fashionable watering places, athletes revel, 
after bathing, in talcum powder on the entire body. 

Talcum manufacturers, in their advertising, 
picture a gentlemen using a pinch or two after 
shaving. 

If that portion of our male population which 
enjoys exercise, — a shower, and rub with a harsh 
towel, — could be introduced to the free use of talcum, 
what an increased consumption would result! 

The familiar Greek Gods in the clothing adver- 
tisements from Chicago or Troy could lend the 
authority of fashion to talcum's generous use. 

Instead of covering square inches on the face, to 
cover square feet of surface on the body! 

To increase the intensity or quantity of use from 
present customers could broaden the market for 
many commodities in the ratio of square feet to 
square inches. 

Consider if this might not be true in your 
business. 

Butterick— Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



"Selling" Life Insurance 

If the dollar of yesterday is worth only fifty cents 
today, every one who took out insurance yesterday 
should double the amount of his policy today. 

Most of the careful business men carry life 
insurance. Probably they need insurance less than 
their careless brothers, — "him who has, gits." 

Every man who is selling or has sold life insur- 
ance knows of the vast ignorance of the "common 
peepul" about life insurance. 

It is fully as important for the general public to 
understand the basic principles and advantages of 
sound insurance, as it is to know which cigarette 
"satisfies" or which chewing gum has the lasting 
flavor. 

In 1919 the thirty-three leading life insurance com- 
panies wrote a total of approximately $3,500,000,000 
insurance. 

If these companies would create a fund of one- 
tenth of one per cent of their yearly business, it 
would produce $3,500,000 annually for an "educa- 
tional" campaign of advertising. 

To educate the public on the principles of life 
insurance will also teach the basic principles of 
thrift, interest, capital and safety. 

$3,500,000 a year for five years, if wisely handled, 
will do it. 

Blltterick— Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Telephoning 1,500,000 

Suppose you made arrangements with the tele- 
phone company to connect your desk 'phone with 
1,500,000 subscribers at exactly twelve, noon, next 
Thursday. 

Have you a two-minute message about your 
goods or your services that would interest and con- 
vince the people at the other end of the line? 

At say an average of five cents a call (over- 
looking long distant charges) it would cost you 
$75,000 for a two-minute effort. 

With a message of such great importance and 
great cost, would you not seek the help of a Mas- 
ter Message-Maker? 

When you advertise in The Delineator and The 
Designer, you have the opportunity to talk to more 
than a million and a half families. 

While the cost is but a fraction of $75,000 per 
message, the importance of the opportunity war- 
rants the best advertising brains in the country in 
preparing your message to a nation. 

Employ a Master Message- Maker. 

Butter ick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Intriguing Interest 

You remember the crestfallen author whose 
four introductory chapters had been blue-penciled 
and a new start recommended. As re- written, the 
story opened, — "'Oh, Hell,' said the Duchess, who 
heretofore had not joined in the conversation." 

The mid- Victorian author might demand of his 
"patient reader" a dusty trudging through lengthy 
introductions. 

The modern advertising man cannot count on 
such loyalty. 

When next you scan a magazine, study the 
advertising headlines and notice those that coax 
you into reading farther. 

When you advertise, seek for the man who can 
coax people into reading the message about your 
goods. 

The fad of the movement is to call this, — 
"intriguing the interest." 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Fire Dogs 

You remember the old story of the bright, new, 
shiny andirons? 

The new andirons made the room look shabby, so 
it was repapered and painted and then the furniture 
had to be re-upholstered and new rugs laid. The 
living room thus "re-done" made the rest of the 
house look shabby, and when the whole interior 
was refurnished, a new shingled roof and fresh 
painting induced the building of a larger veranda 
and a new garage, with lawns and hedges fixed up. 
All of this to match the new andirons. 

When a man advertises a new feature, he has 
bought new andirons; 

Thereafter, he wants to improve not only the 
goods, but the package. 

With a better product he wants an improved 
service and a stronger organization, both inside and 
outside his plant. 

To boast of an improvement gives hostages to 
the public that other improvements will follow. 

Business institutions, like men, grow upon what 
they feed. 

Have you any new andirons in your plant? 

Butterick— Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



The Indian's Feather 



There is an old story of an Indian who heard 
that the white man slept on feathers. 

So he got him a feather and, after attempting a 
siesta, declared, "white men all damn liars." 

Even today there are firms who expect an 
immediate deluge of new business from their first 
few advertisements. 

As a matter of experience, the real evidence of 
large return does not show until after the third or 
fourth year of advertising the average commodity. 

The occasional spectacular instance of immediate 
advertising success is talked about and written 
about until it is sometimes considered as a precedent. 

Common sense should make you realize that the 
world is not palpitating in its eagerness to adopt the 
newest phonograph or the newest potato flour or 
the newest anything. 

People, as a mass, are conservative, and it takes 
time to move a mass. 

Some great advertisers have been working on 
this mass for half a century — profitably. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



You — Yourself 

If this advertisement were headed, "For men 
with red hair who like liver and bacon," would it 
mean you? 

And if it did, would you read the message? 

The constant struggle is evident in advertising 
to make you mean you. 

In nearly all announcements to the general 
public, the advertiser addresses a selected audience. 

But the reader, himself, does the selecting. 

Each year, more people are learning to follow 
advertising, (a fact too momentous for such casuil 
mention), and to ask themselves, "Does he, the 
advertiser, mean me? Am I included? Am I in 
this selected audience?" 

"If it is the purchase of a railroad he's talking 
about, count me out." 

"But if it's a new car or a hand saw or a copy of 
Jurgen or a face cream, I guess I'll listen to what he 
has to say." 

Each year it is easier in advertising to make you 
mean you. 



Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Waiting for Saturday 
Night 

Most people bathe too infrequently. 

If our soap manufacturers could educate the 
public to take a bath daily, not only would national 
health increase, but aggregate sales and profits on 
soap would mount up tremendously as a reward. 

Then why not? 

Those with noses who travel in trains, ride in 
elevators or sit in public halls must have frequent 
stirring evidence of the opportunity for betterment 
in the matter of personal cleanliness. 

o Gillette and other razor kings have successfully 
preached the daily shave. 

An "educational" campaign might well increase 
the baths per week from say, 100,000,000 to 
300,000,000. 

To broaden a market, increase the frequency of 
use and, as a rule, the number of users is also 
increased. 

Too many of us wait for Saturday night. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



The Neighborhood Movie 

In the movie world — out and out "educational" 
film is apparently not popular. 

People do not seem to hanker after being edu- 
cated. 

However, the next time you go to your favorite 
theatre, look over the audience and then observe 
the settings of the films with respect to cultural 
environment. 

It may be the hunt breakfast in an English 
castle, — the villain on the palatial yacht, — the luxury 
of my lady's boudoir or the opulence in a gambling 
casino. 

Period furniture, butlers, Roman baths, moonlit 
terraces at Monte Carlo with the silks, jewels and 
purple of luxury contrasted with the inevitable 
sterling honesty of homespun and sunbonnets. 

Contrasts educate. And no matter how uncon- 
scious they may be of the process, millions are see- 
ing each night glimpses of a world of which they 
have never dreamed. 

The result of this "education" helps to make the 
silk stockings of yesterday for the few the necessity 
of tomorrow for the many. 

Observant manufacturers realize the profound 
change being wrought by every neighborhood 
theatre throughout the nation. 

And women are more responsive to suggestion 
than men. 

Blltteric \i— Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Woman's Heels 



The Peacock, it has been said, is ashamed of his 
feet. 

There is an old saying that if you would know 
whether a woman is smartly dressed, look at her 
heels. 

If the shoe cobblers of the United States were 
organized and articulate, what an opportunity for 
educating the public into having its runover heels 
and worn shoe soles cobbled into their pristine glory. 

There are 56,000 shoe menders in our country. 
A "chip in" of $10.00 a piece per annum would give 
a fund which, spent in good advertising, would 
direct public attention to its heels. 

If the public were made to think about shoe 
mending, the aggregate increase in shoe tapping 
would make each sustaining member much profit 
on his ten. 

There is no national cobblers' association, but 
corporate "big business" is an association of many 
men and many small sums of money. 

Big business is learning to inculcate by adver- 
tising, the consciousness of wants. 

The results are so profitable as to be sometimes 
enviously called profiteering. 

Butterick— Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Thirty for a Cent 

Advertising is remarkably inexpensive. 

For example, let's use the simplest form of indi- 
vidual communication between men — one ordinary- 
post card, price one cent. 

This short message could be printed on a post 
card. 

This message you are reading will be placed in 
the hands of more than 5,000,000 people who have 
bought this newspaper, or others, in other cities, to 
read. 

This advertisement on 5,000,000 post cards 
would cost more than $50,000 for one mailing. 

To reach 5,000,000 costs less than $1500 by 
means of this advertisement. 

To talk to you, therefore, has cost one thirtieth 
of one cent. 

Advertising space in the Butter ick publications is 
for sale through the accredited advertising agencies 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Meum and Tuum 



Men are most interested in themselves, their 
possessions, their own wants or accomplishments. 

In business it is still largely meum, — my factory — 
my wares — my styles — when I was established — 
my floor space — my thousands of employes— my, my. 

In good advertising it is general tuum, — your 
wants — your wishes — your opportunity — your 
beautification or pleasure. 

Few women are interested in factories, processes 
or raw materials and machinery. 

Most women think from the counter out. 

In advertising there should be, for greater success, 
more tuum and less meum. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Again and Again 
and Again 

A newspaper or a magazine in its editorial 
columns must follow a course quite different from 
the methods profitable in its advertising columns. 

Every day or every week or every month, as the 
case may be, the publication must come out with 
new news, new dress, new stories, new illustrations. 

Today it is the flu, or Prince Edward's visit, or 
a new tale by Talbot Mundy. Yesterday it was 
something else, and so it will be tomorrow. 

But every day, every week, every year the ad- 
vertiser tells you of Goodyear Tires, of Columbia 
Grafonolas, of Fatimas or of two-score more. 

You forget who piloted R-34 — by the way, who 
did? But you cannot forget the Smith brothers. 

The greatest achievement of courage or inven- 
tive genius, the most diabolical crimes, live in public 
print only for a few brilliant days. 

The chief strength of advertising lies in saying 
it again and again and again. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



The Longest Way Round 

When you buy furniture — you buy varnish. 

When you buy Valspar, you buy a waterproof 
varnish. 

If Valspar can make enough people know about 
this waterproof quality, it will win public favor. 

When Valspar has won public favor, furniture 
makers and furniture sellers will wish to make profit 
on Valspar's good will. 

Then you will be told boastingly by the furniture 
salesman — "This is a Valspar finish." 

Advertising works directly when it induces you 
to buy the varnish in the can. 

Advertising works no less profitably when in- 
directly it causes the public to favor furniture that 
has a Valspar finish. 

What do you make that -would be benefited by 
either direct or indirect public favor and patronage ? 

Butteric k — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Again and Again 
and Again 

A newspaper or a magazine in its editorial 
columns must follow a course quite different from 
the methods profitable in its advertising columns. 

Every day or every week or every month, as the 
case may be, the publication must come out with 
new news, new dress, new stories, new illustrations. 

Today it is the flu, or Prince Edward's visit, or 
a new tale by Talbot Mundy. Yesterday it was 
something else, and so it will be tomorrow. 

But every day, every week, every year the ad- 
vertiser tells you of Goodyear Tires, of Columbia 
Grafonolas, of Fatimas or of two-score more. 

You forget who piloted R-34 — by the way, who 
did? But you cannot forget the Smith brothers. 

The greatest achievement of courage or inven- 
tive genius, the most diabolical crimes, live in public 
print only for a few brilliant days. 

The chief strength of advertising lies in saying 
it again and again and again. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



The Longest Way Round 

When you buy furniture — you buy varnish. 

When you buy Valspar, you buy a waterproof 
varnish. 

If Valspar can make enough people know about 
this waterproof quality, it will win public favor. 

When Valspar has won public favor, furniture 
makers and furniture sellers will wish to make profit 
on Valspar's good will. 

Then you will be told boastingly by the furniture 
salesman — "This is a Valspar finish." 

Advertising works directly when it induces you 
to buy the varnish in the can. 

Advertising works no less profitably when in- 
directly it causes the public to favor furniture that 
has a Valspar finish. 

What do you make that would be benefited by 
either direct or indirect public favor and patronage ? 

Butteric k — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Displacement 

A manufacturer recently argued with a great 
mid- western merchant for more store space and a 
better display of his line. 

The merchant demurred because of the con- 
stantly increasing demand on every floor of his im- 
mense store for adequate counter and shelf space. 

"It is, you know, after all," he said, "a survival 
of the fittest. 

"We cannot carry all lines. We cannot even 
carry many lines in each department. We must 
choose — we are forced to choose, and when a line is 
advertised nationally to a point that makes any one 
trademark dominate — it displaces others, not only 
in the home but in our store that supplies the 
home." 

Will your line of goods continue to hold space 
against your competitors' struggle for a place in the 
sun? 

Advertising is not only offensive, it is defensive 
— and its battles are always won in the ultimate 
market — the home. 

Butter ick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Dish Washer Wanted 

The shortage of domestic servants creates a won- 
derful opportunity for the sale of mechanical dish 
washers. 

There are several already on the market; more 
in process of introduction with perhaps a deluge to 
follow. 

The first years should be golden in results; it 
was for the first vacuum cleaners. 

Later will come the usual failures, the reorgani- 
zations, the consolidations and then a few stable, 
successful competing manufacturers. 

Of course, these varying machines will be adver- 
tised. 

For those that succeed, advertising will be 
claimed as the all-powerful aid. 

For the failures, it is inevitable that advertising 
will be blamed. 

A good machine with a good organization behind 
it would eventually succeed without advertising. 

A poor one cannot be long bolstered into success 
even with spectacularly fine advertising. 

Sound advertising is an aid in selling. Its cost 
is absorbed by the economies it effects in distribu- 
tion. 

Blltterick— Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Uptown-Downtown 

In large cities men go downtown to work — they 
are away all day. 

Their little world is downtown until night — then 
it's uptown to home. 

And in their homes it's usually uptown all day. 
Children and tradesmen, sewing, cooking, cleaning, 
visiting and perhaps a trip downtown to buy. 

The average home is quite busy all day. The 
"lady of the house" has a real job, a varied and 
sometimes a complex job. 

If you doubt it, stay home three days and watch. 

For the home, the modern departmental woman's 
magazine is a multiplex technical journal. 

The gilded rolling pin and be-ribboned piano leg 
jest went out of fashion with the red heavies, the 
dickey and the congress gaiter. 

The men downtown earn the money; the women 
uptown save and spend the family income with the 
not infrequent suggestion or counsel of the great 
women's magazines. 

Are your goods sold to women? 



Butter ick — Publish 



er 



The Delineator 



Everybody's 
Magazine 



The Designer 



Thomas Carlyle 
said: 



"Nay, if we look well to it, what is all derange- 
ment and necessity for great change but the product 
simply of increased resources which old methods 
can no longer administer." 

The fruit growers of California produced larger 
crops of oranges, but the market for them was 
limited. By advertising the goodness of oranges, 
new users were quickly recruited to absorb the 
surplus. 

During the war great supplies of cellulose, a by- 
product in the making of explosives, were accumu- 
lated. By advertising the many beautiful and useful 
articles made from cellulose, manufacturers are able 
to dispose of the entire supply. 

The change from local sales effort to national 
advertising makes possible the marketing of "in- 
creased resources which old methods can no longer 
administer." 



Butterick— Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



Who Pays For It? 

Some people have inquired whether the cost of 
advertising is not added to the cost of advertised 
merchandise. 

Large sums are spent for advertising, and the 
consumer sometimes questions whether, as usual, 
it falls to his lot to pay the bill. 

Instances could be shown where advertising 
added to the price of goods. 

Many instances have been shown where adver- 
tising lowered the price of goods. 

In the long run, competition eliminates non- 
productive expenditure. 

Manufacturers obviously do not give millions 
of dollars through periods of years to publishers 
because of love alone. 

Advertising is a valuable aid in selling. 

You remember the man who — if he had some 
eggs would have some ham and eggs if he had 
some ham. 

If Royal or Ivory, Victor or Gold Dust could 
sell goods at less cost without advertising, they 
would rival the woodland violet and blush unad- 
vertised* 

In the long haul, the cost of sound advertising 
is absorbed by the economies in selling it effects. 

Butterick — Publisher 

The Delineator The Designer 

Everybody's 

Magazine 



"Faith in advertising" 

Many earnest proponents of advertising ask 
people to have "faith in advertising." 

These same advocates would not think of urging 
"faith" in letter writing — "faith" in telephoning — or 
"faith" in anypther method of thought transference. 

Advertising is one means of conveying messages. 

The message itself may be what you will; it may 
inspire to heroism or lull to sleep, and — advertising, 
like the telephone, will carry either. 

Any magazine or newspaper carries advertising 
which results show to be "good advertising," and 
the same identical issue of the same publication will 
also carry "poor advertising." 

The publication is identical, the reader is the 
same, the difference, therefore, must lie in the mes- 
sage and its presentation. 

When you have a message to convey by adver- 
tising, employ an advertising agency with ability 
and experience to prepare that message. 

Put your "faith" in the message. 



Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 



Butterick — Publisher 

The Delineator 
Everybody's Magazine 



Your Speech to the 
Wool Club 



Suppose you are asked to make an address to the 
Tide- Water Association or to the annual banquet of 
the Lapidary Employers' Board. 

It is a matter of great moment; you write and rewrite 
your remarks and rehearse all the details. It may even 
entail a new dress coat and the finishing touches of a 
professional coach. 

And yet at most, you will actually talk to no more 
than two thousand people directly and perhaps three 
times that number through reprints in the trade press. 

Are you equally careful of your speech to millions 
in the advertising columns? 

Do you employ the best brains without stint to 
prepare your messages? 

These messages of yours do not go to hundreds at 
a banquet-table; they go to millions in the homes, and 
when your chance comes to speak to a whole nation, 
if it be only for two minutes, you ought to have the 
best speech-maker in the nation as your mentor. 

When you advertise nationally, employ experts to pre- 
pare your speech — your message — your advertisement. 

Publishers are in a position to appreciate the best 
work of the leading agencies. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 



Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



Choosing Counsel 

When you choose advisers in law, medicine or 
surgery, you exercise thought and care. A real 
advertising expert is a rare bird, the number of 
them is less than two hundred in the whole United 
States. 

Advertising is a business, some art and some 
science. It is not codified or digested as are laws 
and medicine. It cannot be learned out of a book. 

Nevertheless, nearly every one speaks of adver- 
tising confidently, as with the voice of authority. 
The self-confidence of the prospective advertiser 
may be justified, but a more conservative plan 
would retain the best advertising counsel to be had. 

The most experienced advertisers pay for real 
service; the least experienced choose advertising 
advisers quite casually. 

Publishers know of the fortunes won by follow- 
ing competent advice. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator 
Everybody's Magazine 



Anti-Bolshevism 
By Mail 

"The feet believe that the head keeps them down." 

The man who "never had a chance" may welcome 
Bolshevism. 

The International Correspondence Schools of Scran- 
ton and similar institutions point out month after 
month, and year after year to millions, that big busi- 
ness and little business welcome the man who trains 
his mind for better work. 

Business men .know that trained men are scarce 
and valuable. They want men to advance through 
industry and application. 

But as a rule they expound this truth to themselves 
and to other manufacturers in their offices, their asso- 
ciations or at their clubs. 

The value of education and training should be 
advertised to the men who need it. 

A sound idea can be "sold" by advertising that is 
itself honest and continued over a period of years. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator 
Everybody's Magazine 



Dangerous Night Air 

Some malicious spirit attributed the freshness 
of country air to the fact that the farmers kept 
their windows closed. 

For generations people were told that night air 
was dangerous — hundreds of thousands of people 
still believe it. 

Very slowly the truth will be passed on until 
in a few generations even the most timorous will 
be unafraid of ventilation. 

Unsporisored education is bound to travel at a 
snail's pace. 

Now suppose some one had fresh air for sale — 
what an educational campaign there would be! 
What deadly parallels with reeking, germ-laden 
air pictured to the left, and on the right the in- 
toxicating joy of mountain freshness with Blank's 
system of ventilation. 

Nobody is "pushing" fresh air — there is no 
money in it. 

On the other hand, Bolshevism is being 
"pushed," for there is money in it for the agitator. 

Some day the nation will be educated in pub- 
lic policy by the same methods of advertising that 
are employed so successfully in commerce. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies* 

Butterick — Publisher 

The Delineator 
Everybody's Magazine 



Tammany 

Against practical politics, called as a rule, "the 
machine," we find in sporadic instances "the citi- 
zens' committee of 1000" or some other very esti- 
mable and temporary effort at realignment. 

In practical advertising, as in practical politics, 
most of the plums go to the organization that 
keeps everlastingly at it. 

The "whirlwind campaign" may achieve spec- 
tacular results temporarily, but the substantial and 
permanent rewards go to the force continuously 
applied over a period of years. 

The same methods that will "sell" Royal 
Baking Powder will "unsell" Bolshevism. 

Advertising of ideas, goods or service must 
appear again and again to permeate the whole 
nation. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator 
Everybody's Magazine 



Charles H. Sabin 

president of the Guaranty Trust Company of 
New York, the largest trust company in the world, 
writing to us, says : 

"I believe thoroughly in advertising as a 
selling agent, not only for commodities but 
for ideas and services, and throughout my 
business career as a banker I have made use 
of it with profit and satisfaction. I believe 
that advertising can be made just as useful 
to a bank as to any other institution that has 
something to offer to the public, and our own 
experience in that field has well justified this 
conclusion. Moreover, I believe that educa- 
tional and informative advertising can be 
made of the greatest value to the public, and 
can further the interests of sound economics 
and sound business. Good will values created 
through advertising constitute decided ele- 
ments of credit in a corporation's assets, and 
such values will always be taken into con- 
sideration in any judgments we form. 

"At the present time, I feel confident that 
perhaps more than ever in the history of this 
country sound advertising and publicity can 
be made to render a great public service in 
informing the public on the important ques- 
tions pressing for decision." 

ButteHck— Publisher 

The Delineator 
Everybody's Magazine 



800,000 X Imagination 

Are you one who pities poets or praises financiers 
for their imagination? 

How much imagination have you and what is your 
particular "slant"? 

Suppose an authority were to tell you that because 
of the war the United States is already 800,000 dwell- 
ing houses behind normal building. 

What do the 1,000,000 new homes, soon to be built, 
mean to you? 

Do you calculate the amount of building material or 
do you think of the labor problem or of the house fur- 
nishings after completion, or do you think of the human 
beings who will people these houses? 

Do you think in terms of financing the building or 
furnishing the paint and varnish? 

Is it bath tubs or bath towels — is it of piazzas or 
pianos that you think? 

Whatever you imagine for these new homes and 
for their new owners — the best of everything is none 
too good. 

Just now, there are 1,000,000 families planning new 
homes — they are trying to decide what's best — they 
are eager to be shown. Help them decide — advertise. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



Data Hounds 

The data hound is not peculiar to the advertising 
business alone. The ancient Greeks spoke of the man 
who couldn't see the forest because of the trees. 

But in the advertising business there are many 
young men — it is a business itself not yet old. 

These young men do not wish, of course, to accept 
even the obvious — unchallenged. 

And so^ with the aid of co- tangent and slide-rule, a 
great mass of data is compiled to the confusion of the 
new advertiser and the amusement of the old. 

For, after all, the elements of advertising success are 
very simple and very hard. 

Make worthy goods, put your name on them and 
tell many people about them continually for many 
years. For, after all, "psychology" means human 
nature, "potentiality" means human wants, and 
"cumulative effect" means repetition. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 

Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



Au Trade-Mark 

The French law requires that when a partner 
whose name is part of the firm name dies, the firm 
name be immediately changed. For a long time 
there was a great puzzle as to how it was possible 
to perpetuate the name of the company. A clever 
lawyer found out that if the business was dedicated 
to something, either an idea or a disembodied 
spirit or a saint, the title could be made permanent. 

That is the reason why you see the word "Au" 
"To the" — before many firm names — "Au Bon 
Marche" (To the good bargains)— "Au Samara- 
tain" (To the Samaritan) — "Au Louvre" (To the 
Louvre), so that never mind who runs these shops, 
the title is perpetual. 

Fortunately there is no American law that 
limits a trade-mark to the life of any individual or 

firm. 

Some trade-marks represent the lifework of 
three generations. 

Butterick — Publisher 

The Delineator 
Everybody's Magazine 






"and Judy O'Grady" 

Kipling discovered that women were "sisters under 
their skins." 

A singular proof of the alikeness of women in their 
wants has been many times shown in the international 
relations of this Company. 

Butterick, in addition to publishing periodicals, also 
publishes dress patterns as an adjunct to its fashion 
service. 

During a half century this service has grown to 
encircle the globe, reaching every civilized point, 
however remote. 

And whenever fundamental changes in style (they 
originate in Paris) are accepted by the women of any 
great country, they are simultaneously accepted in 
every great nation. 

In Stockholm, or Sydney, Cairo, Egypt, or Cairo, 
Illinois, the women who lead, all really follow Paris, 
but inexplicably they somehow seem all to divine at 
the same moment that they want the same thing. 

We don't know why this is true, but it has been 
demonstrated too frequently to be only a coincidence. 

If you make goods approved by women generally 
in one State, you may be sure of their acceptance by 
women among all great nations. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator 
Everybody's Magazine 



"Short Ads 
are the Best" 

"A short, snappy ad, that gets the point over 
quick, is the best, because people haven't time to 
spend reading a lotta stuff." 

Nearly any one you ask could assure you of this. 

Mail order firms that receive direct orders in 
answer to their advertisements know what pays 
and what doesn't; what people read and what they 
don't read. 

And yet, strangely enough, mail order advertise- 
ments are often very long; we knew one once that 
had 2200 words of fine type and it "pulled" very 
profitably. 

People must read long advertisements, or these 
"keyed" many- worded announcements would not 
be profitable. 

On the other hand Cream of Wheat advertise- 
ments often have no text at all — just a picture. With 
no other means of sales promotion, a great business 
has been created by this pretty picture-advertising 
alone. 

Should advertisements be short or long? 

The whole subject of advertising can not be 
safely jammed into a few epigrams. 

When you advertise, hire an expert to advise 
with you. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 

Butterick — Publisher 

The Delineator 
Everybody's Magazine 



Tweedledee 
and Tweedledum 



The obstinate insisting that Tweedledum is 
not Tweedledee is the bone and marrow of 
life. " — William James. 

Why choose this flour or those shoes, this tire or 
that cigarette? 

'When will it be all standardized into the dreary 
monotony of the one and only accepted brand in 
each line? 

Never! let us hope. Never, as long as people 
enjoy the distinction of some individuality and free- 
dom of choice. 

Therein lies the opportunity of the second brand, 
and the third, and the fourth. 

For no sooner has the first brand succeeded in 
establishing undisputed and dominating leadership 
than the perversity of human nature, seeking an 
opportunity of choice, creates the real chance for the 
contender. 

Advertising lists the contenders. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 

Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



Pool Advertising 

Advertising by associations is a development ot 
recent years. 

Suppose you were a grower of oranges, raisins, 
peaches or apples on the Pacific coast — what could 
you do individually to advertise your own product? 

Or suppose you raised cranberries or owned a saw- 
mill or tanned leather or manufactured magnesia or 
quarried granite, you could advertise nationally only 
through your association. 

Now the success of association advertising depends 
first of all on the creation of a strong governing 
power — a "boss." 

Without a "boss," advertising may even disrupt 
the organization itself. 

If the advertising is very successful, it will bring 
tangible returns and the resultant squabbles over the 
division of spoils cause dissensions. 

Or if a select governing committee of seven to 
seventeen all take a hand, the advertising is so emas- 
culated by inhibitions as to die of anaemia. 

Pool advertising must have a control that will in- 
sure an adequate appropriation for at least three 
years and an impartial insistance on a maintenance 
of standards by all members. 

The greatest success of Sunkist is in organization. 



Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 



Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



Institutionalize 



The very latest thing is "institutional advertising." 
It is even gaining in favor over "merchandising" as a 
word with which to conjure. 

Institutions are not created offhand, even with the 
copious use of printers' ink. 

You remember Noovo Reech Porkbar who patron- 
izingly asked the English gardner how he got such 
excellent turf — "Oh we rolls it and we brushes it for, 
say two hundred years, and there you are, sir!" was 
the reply. 

The reasons that underlie a great business success 
usually furnish the best material for its advertising. 

Colgate is great because of the recognition by the 
public of quality and service, and not because the 
house was founded in 1806. 

The house of great accomplishment is usually so 
intent on greater conquests that it avoids the seduc- 
tion pf "Board of Directors' copy." 

With quality — service — and time — any advertised 
product will make of its maker, an institution. 



Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 



Butterick — Publisher 

The Delineator 
Everybody's Magazine 



Making Customers 

Concerns of size and age value most the creation 
of permanent customers. 

The motto of the old-time circus was "Get their 
money and get them off the lot." 

The difference in the point of view is a matter of 
"repeat orders." 

We know a manufacturer of shoe-blacking whose 
first appropriation was $7,000 for a year's advertis- 
ing. Within five years his annual expenditure of 
earned money had increased to $367,000. 

To insure the success and permanent growth of 
its customers, if for nothing else than self-interest, 
great newspaper and magazine publishers recom- 
mend the services of competent advertising 
agencies. 

Our experience is at the command of those firms 
whose business promises permanent success. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butterick — Publisher 

The Delineator 
Everybody's Magazine 



Steve Brodie 

The man who departs from convention takes a 
chance for an opportunity. 

Of course, it is easy to be unconventional and 
thus attract attention. 

Steve Brodie did. 

The entirely conventional advertisement is 
usually without distinction. It lacks what one 
advertising firm calls the "interrupting idea." 

Suppose tomorrow Wrigley advertised like 
Tiffany and Tiffany appropriated Wrigley's little 
green spear men. Would the unconventional add 
or detract? 

In advertising, as in the arts or letters, only the 
brave may risk a departure from the time-honored 
form. 

It is quite possible that if the dominating per- 
sonality of our great enterprises wrote their own 
advertisements, an unconventional personality 
could be thus revealed without being either banal 
or bizarre. 



Butterick — Publisher 

The Delineator 
Everybody's Magazine 



"Private Road" 

Is your business traveling on its own private road 
with a gate locked behind you against trespassers or 
competitors? 

If you travel on your own private drive-way you 
can truly go as you please. 

The maker of a patent article or the possessor of 
secret processes travels a road forbidden to competi- 
tors. This autocrat can choose his own gait — crawl, 
walk or run, or sit down and rest. 

However, this choosing of your own gait depends 
on how securely your competition is barred. If, as in 
the case of the phonograph, the piano-player or aspirin, 
the patents have expired — then the rate of speed may 
be fixed by competition. 

The very astute owner of a patent travels his own 
road at a smart gait, anticipating the time when the 
course may be uncomfortably crowded. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 



Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



No Guarantee 
Of Success 

Enormous sums in total have been expended on 
many patent breakfast foods in the past twenty years. 

Where are they to-day? 

Where is the music-box, the cottage organ, the , 

the , the of yesteryear? 

And how much money for advertising do you 
suppose could be squandered trying to "put them 
over" to-day? 

Advertising will introduce a commodity or an idea 
and it will continue to remind folks of its existence, but 
advertising can not make people take what they no 
longer want. 

Advertising may postpone the death, but it can not 
prevent the funeral. 

Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



Making More Pies 



Some manufacturers regard their market as a pie 
to be divided. 

If there are four firms it will be cut four ways. 

If two new companies start in, then the same pie 
must be cut into six pieces. 

Each man hopes to seize a very large piece and re- 
gards new competition with bitter jealousy. 

Advertising frequently starts as an offensive; a sel- 
fish move of one man to take business from the field. 

Often his competitors start defensive counter-cam- 
paigns in self-protection. 

And then an amazing thing is discovered. 

The market is not a constant to be divided; it is a 
possibility to be expanded. 

After dissolution, the tobacco trust companies really 
fought for their share of the total business and as a 
result the consumption of cigarettes increased from 
the year 1911 to 1917, 229%. 

The greater the effort to "corner the market" of 
consumer demand in any line — the greater the poten- 
tiality of that demand is increased. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 

Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



Influencing the Dealer 

Most new advertisers have (as in the cartoons) a 
dotted line reaching from the left eye to the retailer, 
and from the right eye to the consumer. 

"Impress the trade" with your initial campaign, and 
some jobbers and retailers will stack the goods in an- 
ticipation of a brisk demand from the public. 

If the brisk demand materializes — well and good — 
if it doesn't, the trade will probably contrive to sell 
the goods anyway and thereafter become less im- 
pressionable. 

The heart of a permanent success in advertising — 
except perhaps for suspension bridges — is the "repeat 
order." 

Granting always, that the new line merits continued 
patronage, the great demand will commence after the 
third year of advertising. The vast slow-moving pub- 
lic will then make its wishes known unmistakably to 
the least impressionable of dealers. 

Because retailers know of the success of old and 
established advertisers, it is possible for the new ad- 
vertiser to secure a considerable preliminary distribu- 
tion on faith. 

It is best to consider these initial orders — these first- 
time retail openings — not as sales, but as opportunities 
to be justified by repeat orders. 

You can best influence the dealer by continuing to 
influence the public. 

Retailers prefer to sell goods that are in demand. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



A Bundle of Habits 

From birth our lives are largely given to the acquir- 
ing of habits. 

Many habits must displace others previously formed. 

Commercially we form most of our buying habits 
from 20 to 40. During these years each generation 
decides for itself on material things. 

The habit of the last generation of the "Saturday- 
night bath " is displaced evidently, for the modern hotel 
advertises every room with bath. 

Perhaps the bathroom fixture people did not bring 
this change about — but they profit by it enormously. 

Sunkist wants us all to form the habit of using more 
lemon products the year round. 

If they can form a new habit or strengthen an old 
one they will sell more train loads of lemons. 

What does habit do for or against your business? 

Advertising can change habits. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 

B U tt er ic k — Publisher 

The Delineator 
Everybody's Magazine 



Angels in Heaven 

Occasionally a publisher is asked to guarantee that 
a projected advertising campaign will succeed. 

There is a story about a promoter who, at great ex- 
pense, published the Bible with pictures of colored 
angels basking in heaven. The anticipated sale below 
the Mason and Dixon line did not materialize — there 
were no sales. Those particular negroes had a con- 
ception of their being white-faced in heaven, and pic- 
tures in a Bible of a continuance of darkness, however 
heavenly, precluded the sale of that Bible to them. 
Advertising, in this case, would not succeed. 

To guarantee advertising success is to guarantee 
business success, for advertising simply heralds goods, 
ideas or service. 

Permanent success for advertising depends on the 
underlying values advertised. 

Even if the advertising is a poor exponent of an 
excellent product, it will probably succeed. 

Advertising space in the Butterick publications 
is for sale through accredited advertising agencies. 

Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



Stubborn Women 

That song "I Want What I Want When I Want 
It" should have been about women. 

A man who ventures to ask for a new wrinkle in a 
man's shop is perhaps told — "We do not carry it." 

Then man-like he urges his wishes haltingly and 
nine times out of ten accepts a compromise. 

Not so with a woman — she states what she desires, 
outglares the saleswoman, and, perhaps nothing loth, 
seeks elsewhere for just what she wants. 

The average woman loves to shop. 

The man may pay the bills, but the woman does 
the shopping. 

If you create a desire for your goods with a woman, 
she can be counted on to keep after them until she 
gets them. 

Retailers know that women are willing to shop. 

They carry goods that are in demand. 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 

Butteric k — Publisher 

The Delineator 
Everybody's Magazine 



Greatest, Grandest 
and Finest 



Each year advertising becomes more believable as 
advertisers get a little older. 

Most lies are told by children, not with the intent 
to deceive but inspired by the seeming necessity for 
securing emphasis. 

The new advertiser wants to attract attention in a 
babel of voices, all demanding a hearing. 

So he shouts and screams and bellows with best of 
intention and with little result. 

He means no harm, but just wants to be heard and 
doesn't realize that his voice is cracking. 

As he grows older, he learns that red, after all, has 
only 60% of the strength of black, and that to be 
believed is more than just to be heard. 

Don't you agree that as advertising grows older — 
it grows milder and stronger? 

Advertising space in the Butterick publications 
is for sale by accredited advertising agencies. 

Butterick — Publisher 

The Delineator 
Everybody's Magazine 



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